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User Acquisition Metrics
Updated over a week ago

Getting to know the metrics well can help you better analyse the data so let's have a look at each metric to see how they work.

Name

Description

Formula

Att-Installs

The number of installs recorded by Attribution services (Appsflyer). This data can be used to compare and contrast with the number of installations given by Ad services.

Figures collected from attribution services (e.g. AppsFlyer, Adjust)

eCPI

Effective cost per install (eCPI) details how much you have to pay for each install.

eCPI= Cost / Installs

Att-eCPI

Att-eCPI is the eCPI calculated using data from attribution services. Data from these sources can be more trustworthy as they are intermediary services.

Att-eCPI = Cost / Att-installs

LTV Dx

Lifetime Value Day X (LTV Dx) is the average lifetime value of a user brought back on that particular day X

LTV = IAP LTV + Ad LTV (Revenue / Att-Installs)

ROAS Dx

Return on Ad Spend Day X (ROAS Dx) is the return on ad spend including IAP and Ad revenue in Day X

ROAS Day X = LTV Dx / Att-eCPI Dx

RR Dx

Retention Rate Day X (RR) shows the percentage of people staying until Day X.

RR Day X = Total Active Users Dx / Total Installs Dx

Acc. Ad revenue

Accrued Ad Revenue so far is made by allowing other ads to appear on your platform

The sum of accumulated revenue

Acc. IAP Revenue

Accrued In-App purchase revenue so far (Acc. IAP Revenue) is one source of profits collected from users buying items while playing games.

The sum of accumulated in-app purchase revenue

DAU

Daily active User (DAU) is the number of daily active users

Data is imported by ad services and then the number of Daily Active Users summed altogether.

Sessions

Sessions show how many times per daily active users play. One time of opening the app is calculated as one session

Average daily access in the app

oCVR (IPM)

Conversion rate from impressions to installs (oCVR) or Installs per mile or per 1000 impressions (IPM) lets us know the number of installs we get over impressions exposed to users by ad services.

oCVR = Installs / Impressions

eCPM

Effective Cost per Mile (eCPM) is the amount of money we have to pay per 1000 impressions.

eCPM = Cost / (1000 x impressions)

CVR

Conversion Rate (CVR) or Clicks to Installs (CTI) is when user clicks and installs the application.

CVR = Installs / Clicks

CTR

Click-Through Rate (CTR) is the percentage of clicks over impressions

CTR = Clicks / Impressions

eCPC

Effective Cost Per Click (eCPC) is the amount spent to get one click

eCPC = Cost / Clicks

M-eCPM

M-eCPM is the revenue from per thousand impressions

M-eCPM = (Ad revenue / Ad impressions) * 1000

RP DAU

RP DAU is the revenue per Daily Active User (DAU)

RP DAU = Revenue / Daily Active User

IAP RPDAU

IAP RPDAU is the in-app purchase revenue per Daily Active User (DAU)

IAP RPDAU = IAP Revenue / Daily Active User

Ad RPDAU

Ad RPDAU is the ad revenue from per Daily Active User (DAU)

Ad RPDAU = Ad Revenue / Daily Active User

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